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Published July 14, 2020

One week ago, many Americans made a statement with their wallets and participated in Blackout Tuesday, a day to showcase the impact that Black-owned businesses make on the economy. Although that day has passed, business owners like Chris and Brittany Bell of De Pere are hoping that the support will continue.

The Bells founded God's Purpose Apparel in De Pere in 2017. Chris, an ordained minister, works at the store full time; Brittany, dean of diversity at Lawrence College in Appleton, provides part-time assistance.

"About two years ago, Chris felt called to start a business and ministry so that he could give back in some way. It started with hats, the business logo features a crown and cross and it is about inspiring people to walk in the purpose God designed them for," Brittany said.

The store began as an eCommerce business, but as things picked up, the couple searched for a brick-and-mortar location. Earlier this year, a space opened up that they had their eyes on, and their store opened recently in downtown De Pere.

The inventory now includes apparel for all ages in addition to hats and is closely following sanitation standards as stipulated by COVID-19 guidelines. One of their T-shirts features the slogan, Faith over Fear.

Brittany said: "That shirt was released at the beginning of the pandemic. There was this sense of fear that I was seeing, and it was stepping out and saying, 'Remember your faith; that's what will carry you through this.'" The desire to encourage others flows through the business. Chris, who had a challenging childhood, shares his stories (there is a link to his blog, The Purpose Corner, on their website, godspurposeapparel.com).

On the website, he says: "Here at God's Purpose Apparel, we're striving to make the world a better place! I lived through some pretty tough moments in my life but experiencing eviction and homelessness changed my life forever. As a child there was a moment when I didn't have a roof over my head, not know where I was going to sleep. My story inspired me to start an apparel line that could change the lives of people in need."

Helping others in similar circumstances has led them to spend hours volunteering at St. John's Homeless Shelter in Green Bay.

"Our business model is that we give love, create apparel and donate our time. We spend a good amount of time at St. John's and dedicate that time to getting to know the guests," Brittany said. "Chris shares his story, and we talk about our faith."

They recently donated proceeds from the sale of specially designed T-shirts that support St. John's. The giving aspect comes easy, but they recognize they also need to make a profit and work on marketing to brand their business and make it a success.

Brittany said that Christian festivals were excellent options in the past, but with most canceled because of the pandemic, she is spending more time on social media where she asks followers to share posts.

"I am using email, Facebook, and Instagram," she said. "Growth so far has been organic. Even the way our store formed; was a blessing. People told us, 'I love your mission; I love your brand.' We had people donate fixtures to help us out."

Although the opening was delayed by the pandemic, Brittany said they switched their attention back to boosting their eCommerce sales to create a stronger blended business. They choose to focus on the positive.

"When the pandemic hit, it was like there was a message behind it," Brittany said. "It was about seeing things more clearly; those things you might have been questioning. Then there was the racial injustice and the awareness of that."

They recently participated in the Juneteenth commemoration of the freeing of slaves held on June 19 in Green Bay. People of all racial backgrounds came together to celebrate, and owners of Black-owned businesses had booths to build awareness.

"It is about going out to places where you wouldn't usually see us," Brittany said. "We thought we would go to support other Black-owned businesses, but there aren't that many. We have to motivate others who have ideas, and point them to resources so they can start their own."

They plan to do what they can to provide mentorship to inspire that next step because they believe in the benefits that diversity has.

"In my full-time role, I work with different perspectives to understand the uniqueness and perspectives of different people," Brittany said. "We need to change the narrative to step out and support each other. That shapes a community."

Tina Dettman-Bielefeldt is co-owner of DB Commercial Real Estate in Green Bay and past district director for SCORE, Wisconsin.